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Customer Experience

Customer experience is defined as a customer's interactions with a company over the duration of their relationship, including points of contact and how their expectations align with their experiences. It involves customers' rational, emotional, sensorial, physical, and spiritual involvement at different levels with a company through both direct interactions and indirect contact. Creating positive customer experiences is important for companies as it can increase customer spending and loyalty to the brand.

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406 views

Customer Experience

Customer experience is defined as a customer's interactions with a company over the duration of their relationship, including points of contact and how their expectations align with their experiences. It involves customers' rational, emotional, sensorial, physical, and spiritual involvement at different levels with a company through both direct interactions and indirect contact. Creating positive customer experiences is important for companies as it can increase customer spending and loyalty to the brand.

Uploaded by

aalconesa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as ODT, PDF, TXT or read online on Scribd
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CUSTOMER EXPERIENCE

Customer experience(CX) is the product of an interaction between an


organization and a customer over the duration of their relationship. This
interaction includes a customer's attraction, awareness, discovery, cultivation,
advocacy and purchase and use of a service. It is measured by the individual's
experience during all points of contact against the individual's expectations.
Customer experience implies the customers involvement at different levels
such as rational, emotional, sensorial, physical, and spiritual. Customers
respond diversely to direct and indirect contact with a company. Direct contact
usually occurs when the purchase or use is initiated by the customer. Indirect
contact often involves advertising, news reports, unplanned encounters with
sales representatives, word-of-mouth recommendations or criticisms.[
Customer experience can be defined as the internal and personal responses of
the customers that might be line with the company either directly or indirectly.
Creating direct relationships in the place where customers buy, use and receive
services by a business intended for customers such as instore or face to face
contact with the customer which could be seen through interacting with the
customer through the retail staff. We then have indirect relationships which can
take the form of unexpected interactions through a company's product
representative, certain services or brands and positive recommendations or it
could even take the form of criticism, advertising, news, reports and many
more along that line.
Customer experience is created by the contribution of not only the customers
values but also the company providing the experience.
All of the events experienced by customers before and after the purchase can
known as a customer experience. When a customer is undertaking the
experience it is seen as personal and unique, as well as it provides stimulation
to all sensory, emotional, rational and physical aspects of which can help to
create a memorable experience for the consumer of which they will never
forget. The concept of customer experience can be investigated in various
types of organizations and industries throughout the world, but many studies

on customer experience in the retail industry have been developed. Both the
company and customers play a big role in creating a customer experience in
the retail industry.

Description
Forbes says that customer experience is the "cumulative impact of multiple
touchpoints" over the course of a customer's interaction with an organization.
Some companies are known to segment the customer experience into
interactions through the web and social media, while others define human
interaction such as over-the-phone customer service or face-to-face retail
service as the customer experience.
The six disciplines for great customer experience are strategy, customer
understanding, design, measurement, governance and culture.A company's
ability to deliver an experience that sets it apart in the eyes of its customers
will increase the amount of consumer spending with the company and inspire
loyalty to its brand.
Wharton's Professor of Marketing Barbara E. Kahn has established an
evolutional approach to customer experience as the third of four stages of any
company in terms of its customer centricity

maturity. These progressive

phases are:
1.Product orientation: Companies just manufacture goods and offer them the
best way possible.
2.Market orientation: Some consideration on customer needs and segmentation
arises, developing different marketing-mix bundles for each one.
3.Customer experience: Adding to the other two factors some recognition of
the importance of providing an emotionally positive experience to customers.
4.Authenticity: This is the top maturity stage of companies. Products and
service emerge from real soul of brand and connect naturally and on long term
sustainable basis with clients and other stakeholders.
In this present day it requires more than just low prices and innovative
products to survive the climate and competitiveness of the retail business.
Customer experience involves every point of contact you have with a customer

and the interactions with the products or service of the business. Customer
experience has emerged as a vital strategy for the all retail businesss that are
facing competition. And can also be defined as a whole event of which a
customer comes into contact with when interacting with a certain business.
This experience often affects the emotions of the customer. The whole
experience occurs when the interaction takes place through the stimulation of
goods and services consumed.

Development
The customer experience has emerged as the single most important aspect in
achieving success for companies in all industries. With products becoming
commoditized, price differentation no longer sustainable, and customer
demand, companies particularly communications service providers (landline,
wireless, broadband,cable, satellite, etc.) are focusing on delivering superior
customer experiences.
Along with developing various integration and automation tools to organize
customer information better, companies are implementing principles to
improve customer perception,satisfaction, and customer commitment. One
method some companies use to accomplish these goals is through diversity in
hiring

and

staffing,

which

attracts

diverse

and

loyal

customer

base.Companies are also working to differentiate their brand from competitors,


which increases sales effectiveness and reduces . A 2009 study on 860
corporate executives found that companies with increased investment in
customer experience management over the past three years reported higher
customer referral rates and customer satisfaction.
As the world becomes more advanced with technology, marketing strategies
also grow. Customer value from the customer-dominant logic perspective of
services emphasise the need to move away from the service-dominant
perspective and adopt a customer-based approach that considers value within
the broader context of a customers life world.

Customer experience is no

longer just brick-and-mortar; it is moving towards the online channel, which


leads to the digital customer experience. There is a larger significance on the

person/people rather than appealing to a mass audience

This new outlook

opens up the opportunity for businesses to further their customer experience


management. Moving away from typical marketing techniques and towards
experiential marketing
Development of a positive customer experience can be difficult as there are
many aspects associated with a customers experience. The customer service,
a brands ethical ideals and the shopping environment is but a few examples
that can effect a customers experience. Understanding and effectively
developing a positive customer experience has become a staple within
businesses and brands to combat growing competition . In todays world, many
consumers are well informed. With the help of the internet, they are able to
easily compare two similar products or services together. Therefore, consumers
are looking for unique experiences that can fulfil their intentions and create a
positive overall experience. A brand that can provide this gains a competitive
advantage over their competition.

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